It’s All Gucci, Gucci, Gucci Baby - The Day I Accidentally tried on a Catwalk Dress

A little Luxury for Less magic on Bond Street

If you’ve been following fashion lately, you’ll know Demna’s move to Gucci has sent the industry into overdrive. His first collection just showed in Paris - it was heaven and when I heard those pieces had been flown to London’s Gucci Bond Street flagship, What unfolded next was one of the most unexpected, emotional, and utterly luxurious experiences I’ve ever had… all without spending a penny.

The Story

So, this was not how I expected my Saturday to go.

I popped into Bond Street to try on a few bags (purely for research, obviously). But what happened inside Gucci was one of those surreal, pinch-me moments I still can’t quite believe.

As you probably know, Demna yes, that Demna of Balenciaga fame is now Gucci’s Creative Director. His debut pieces had just arrived from Paris to be showcased in London, and the sales associate showing me around was so lovely, effortlessly chic, lovely -she had been with Gucci 10 years and genuinely kind.

I was being my usual over-enthusiastic self (too many “oh wows,” probably), and she must’ve thought I was secretly loaded (it was the preloved Lady Dior and Burberry Trench) because she offered me a full tour: eight floors of mirrored staircases, private salons, couture rooms… it was like stepping into another world.

Then she said the words:
“Would you like to try the dress?”

Now, I was covered in fake tan, foundation which had not set (my stupid oily skin) — so I panicked and said, “Oh no, I’ll ruin it, and it won’t fit me anyway!”

She smiled and said nothing. We carried on.

But at the end of the tour, she turned to me and said, “You can’t leave without trying it on, I won’t you. It’s one of a kind — straight from the catwalk.” Then she said the words “I’m sure it will fit”. Well, if you are telling me I might fit a Gucci dress - it would be rude not to,

And honestly? What could I say?

Cut to: me, standing in a private dressing room bigger than my entire flat, staring at this absolute masterpiece. The kind of dress that doesn’t just hang it floats. I slipped it on as carefully as I could and — not to be dramatic — I nearly cried. It was beyond beautiful. I had never worn anything like this in my entire life. Totally impractical, completely unwalkable, but so breathtaking it didn’t matter.

I obviously didn’t buy it (or move much in it), but I left feeling euphoric. That sales associate gave me time, kindness, and genuine joy — even though I wasn’t there to spend.

So I did what any good Luxury for Less girl would do: I wrote a glowing feedback form to Gucci’s head office. Because luxury isn’t always about owning the dress — sometimes, it’s just about the feeling it gives you.